Website Cost Breakdown: Where Every Dollar Goes

When you get a quote for a website, it's often a single number. "$5,000 for a custom website." That number doesn't tell you much. What's included? What isn't? Where does the money actually go? Is it a fair price, or are you overpaying?

This guide breaks down website costs into their component parts so you can understand what you're paying for, evaluate quotes intelligently, and make sure you're not surprised by costs you didn't anticipate.

We'll use a $5,000-$8,000 custom small business website as our reference point, since that's the range most small businesses fall into. The percentages and principles apply at any price point.

The Big Picture: Where the Money Goes

For a typical custom business website, costs break down roughly like this:

• Design: 30-40% of the total budget
• Development: 25-35% of the total budget
• Content: 15-20% of the total budget
• SEO and launch setup: 5-10% of the total budget
• Ongoing (annual): 10-20% of the initial build cost per year

On a $6,000 project, that looks like:

• Design: $1,800-$2,400
• Development: $1,500-$2,100
• Content: $900-$1,200
• SEO and launch: $300-$600
• Ongoing: $600-$1,200/year

These aren't rigid categories. Many tasks overlap (a developer doing SEO setup, a designer making content decisions), and different agencies structure their pricing differently. But this gives you a framework for understanding where value is created.

Design Costs Breakdown

Design is where your website's first impression gets built. It's also where the most subjective judgment happens, which is why design costs vary so widely between providers.

Discovery and Research ($300-$800)

Before a single pixel gets designed, a good designer spends time understanding your business. This phase includes:

• Reviewing your current brand assets (logo, colors, existing materials)
• Analyzing 5-10 competitor websites
• Understanding your target audience and their expectations
• Defining goals for the website (lead generation, information, e-commerce)
• Creating a project brief that guides all design decisions

Some agencies include this in their quote. Others charge separately. Either way, this work happens (or should). Skip it, and you get a generic website that doesn't match your business.

Wireframes ($400-$1,000)

Wireframes are the blueprint -- black and white layouts that define where elements go on each page without worrying about colors, images, or fonts. They determine:

• Page structure and content hierarchy
• Navigation flow and user journeys
• Placement of calls-to-action
• Mobile layout adaptation

A typical 5-8 page site requires wireframes for each unique page template (usually 3-5 unique templates since inner pages often share layouts). This phase catches structural problems before expensive design work begins.

Visual Design and Mockups ($800-$1,500)

This is where the website starts looking like a website. The designer creates high-fidelity mockups showing:

• Color palette applied to actual layouts
• Typography choices (headings, body text, buttons)
• Image treatment and photography style
• Button and form styling
• Hover states and interactive element design
• Mobile and tablet adaptations

You'll typically see 2-3 page designs first (homepage plus 1-2 inner pages), approve the direction, then the designer extends the system to remaining pages.

Revisions ($200-$500)

Every project includes revision rounds. Standard is 2-3 rounds of revisions included in the price. Each round, you provide feedback and the designer adjusts. Beyond the included rounds, revisions are typically billed hourly ($75-$150/hour).

A common source of budget overrun: not consolidating feedback. If three people at your company each send separate, contradictory feedback across five emails, revisions multiply fast. Designate one decision-maker and consolidate all feedback into a single document per round.

Development Costs Breakdown

Development turns the design into a functioning website. This is where most of the technical work happens.

Front-End Development ($800-$1,500)

Front-end development is building what visitors see and interact with:

• Converting design mockups into HTML, CSS, and JavaScript
• Making layouts responsive across all screen sizes
• Building interactive elements (menus, sliders, accordions, tabs)
• Ensuring cross-browser compatibility (Chrome, Safari, Firefox, Edge)
• Implementing animations and transitions

The quality of front-end development directly affects your site speed and user experience. Cheap development produces bloated code that loads slowly. Good development produces clean, optimized code that performs well on Core Web Vitals.

Back-End and CMS Setup ($500-$1,000)

The back-end is everything visitors don't see:

• Content management system installation and configuration
• Database setup (if applicable)
• Server environment configuration
• User accounts and permissions
• Security hardening (firewalls, login protection, brute-force prevention)

If you're using WordPress, this includes selecting and configuring the right plugins, setting up a page builder or custom fields system, and creating an editing experience that's manageable for non-technical users.

Integrations ($200-$600)

Most business websites connect to external services:

• Contact form to email or CRM
• Google Analytics and Search Console
• Booking or scheduling system
• Payment processing (for e-commerce)
• Email marketing platform
• Chat widget or chatbot
• Social media feeds

Each integration requires setup, testing, and sometimes custom development. Simple form-to-email is quick. Connecting to a CRM with custom field mapping takes significantly longer.

Testing and QA ($200-$400)

Before launch, thorough testing covers:

• Cross-browser testing (5+ browsers)
• Device testing (phones, tablets, desktops at various resolutions)
• Form submission testing (every form, every field)
• Link checking (every internal and external link)
• Speed testing and optimization
• Accessibility testing (WCAG basics)
• Security scanning

Testing often reveals issues that need fixing, which is why it's budgeted as a separate line item. Cutting testing to save money is the fastest way to launch a site with embarrassing bugs.

Content Costs Breakdown

Content is frequently the most underestimated cost in a website project. Many quotes don't include it at all, leaving the business owner to produce all content themselves.

Copywriting ($500-$1,500 for a 5-8 page site)

Professional web copywriting covers:

• Homepage messaging and value proposition
• About page narrative
• Service or product page descriptions
• Call-to-action copy
• FAQ content
• Meta titles and descriptions for each page

Good web copywriting is different from other types of writing. It needs to be scannable, persuasive, SEO-aware, and concise. If your designer gives you a blank page and says "send us the content," plan to either write it yourself (budget 15-30 hours) or hire a copywriter.

Per-page rates for web copywriters: $100-$300 per page for a competent professional. Premium copywriters charge $300-$500+ per page.

Photography ($300-$1,000)

Your website needs images. Options include:

• Stock photos: $0-$200 for a small site using paid stock libraries. Free stock (Unsplash, Pexels) works but limits uniqueness.
• Custom photography: $300-$1,000 for a half-day shoot covering headshots, office/workspace, and product or service photos.
• Product photography: $25-$100 per product for e-commerce.

Custom photography almost always outperforms stock photos. People can spot stock images, and they signal "generic" to visitors. A professional headshot costs $150-$300 and is one of the highest-value investments you can make for your website.

Video ($500-$3,000+)

Video is optional but increasingly valuable. A homepage intro video, client testimonials, or service demonstrations can significantly increase engagement and conversions. Not every site needs video, but if your competitors have it and you don't, the gap is noticeable.

SEO Setup Costs

SEO isn't something you add after the website is built. It should be woven into the build process from the beginning.

Keyword Research ($200-$500)

Identifying the search terms your target customers use, analyzing competition for those terms, and mapping keywords to specific pages. This research informs page structure, URL design, and content strategy.

On-Page Optimization ($300-$600)

Implementing SEO elements across every page:

• Optimized title tags (unique per page, keyword-targeted)
• Meta descriptions (compelling, keyword-included)
• Heading structure (H1, H2, H3 hierarchy)
• Image alt text
• Internal linking architecture
• URL structure optimization

Schema Markup ($100-$300)

Structured data that helps search engines understand your business:

• LocalBusiness schema (name, address, phone, hours)
• Service schema (services offered)
• BreadcrumbList schema (site navigation)
• FAQ schema (for FAQ sections)
• Review schema (if applicable)

Technical Setup ($100-$300)

• XML sitemap creation and submission
• Google Search Console verification
• Google Analytics installation and goal configuration
• Robots.txt configuration
• Canonical tag implementation
• 301 redirect setup (for redesigns with URL changes)

Pre-Launch Costs

These are the infrastructure costs you'll pay before or at launch:

• Domain name: $12-$20/year for a .com (premium domains can cost hundreds or thousands)
• Hosting: $100-$500/year depending on the type (shared, VPS, managed WordPress, or cloud)
• SSL certificate: Often free with hosting (Let's Encrypt) or $50-$200/year for premium certificates
• Professional email: $6-$12/user/month for Google Workspace or Microsoft 365
• CDN (Content Delivery Network): $0-$200/year (Cloudflare free tier covers most small businesses)

Total pre-launch infrastructure: $200-$700/year for most small businesses.

Post-Launch Ongoing Costs

Your website costs don't end at launch. Budget for these recurring expenses:

Hosting Renewal ($100-$500/year)

Same as pre-launch, but recurring annually. Don't let your hosting lapse.

Maintenance and Updates ($600-$3,000/year)

• Security updates and patches (critical for WordPress)
• Plugin and theme updates
• Backup management and verification
• Uptime monitoring
• Minor content updates and changes
• Bug fixes and compatibility updates

Many agencies offer maintenance plans at $100-$300/month. If you're handy with WordPress, you can handle basics yourself and only call a professional for issues.

Content Updates ($500-$2,000/year)

If you're publishing blog content (and you should be for SEO), budget for:

• Blog post writing: $100-$300 per post
• Photography for new content
• Updating existing pages with new information
• Seasonal or promotional content changes

SEO Maintenance ($200-$500/quarter)

Ongoing optimization including:

• Quarterly ranking reviews and content audits
• New keyword targeting and page creation
• Link building or citation management
• Google Business Profile management
• Competitor monitoring and response

Optional Additions and Their Costs

Common additions that are sometimes quoted separately:

Cost Comparison by Website Type

Here's what different types of websites typically cost in total:

Brochure Site (5-7 pages): $2,000-$5,000

Basic informational site with homepage, about, services, contact, and maybe a gallery. Good for businesses that use their website as a digital business card.

Portfolio Site (8-15 pages): $3,000-$8,000

Everything above plus a portfolio/gallery section, case studies, team bios, and a blog. Common for creative professionals, agencies, and consultants.

Service Business Site (10-20 pages): $5,000-$12,000

Multiple service pages, location pages, testimonials, a blog, lead capture forms, and booking integration. Standard for contractors, medical practices, and professional services.

E-commerce Site (50+ products): $5,000-$15,000

Product catalog, shopping cart, checkout, payment processing, inventory management, shipping integration. Costs increase with product count and customization needs.

Custom Web Application: $15,000-$50,000+

User accounts, dashboards, custom workflows, API integrations, databases, and complex business logic. This is software development, not website building, and is priced accordingly.

For more detail on these ranges, see our comprehensive guide on how much a website costs.

How to Read a Web Design Quote

When you receive a quote, here's what to look for:

Line items to expect:

• Discovery/strategy phase
• Design (number of page templates, revision rounds)
• Development (front-end, back-end, CMS)
• Content (is copywriting included or do you provide it?)
• SEO setup
• Testing and QA
• Launch and training
• Post-launch support period

Questions to ask about any quote:

• What's included in the revision rounds? How many are included?
• Who provides the content? Is copywriting included or extra?
• Is SEO setup included or quoted separately?
• What ongoing costs should I expect after launch?
• Is mobile optimization included or extra? (It should always be included.)
• What's the process if the project scope changes?
• Is training included so I can make my own content updates?

For a complete list of what to discuss before signing anything, read our guide on web design contracts.

Red Flags in Website Pricing

Be cautious if you see any of these:

Suspiciously low prices. A custom website for $500 means either it's not custom, the designer will use shortcuts that hurt your performance, or they'll hit you with add-on charges for basics. You generally get what you pay for.

No line items. A single lump sum with no breakdown means you can't evaluate what you're getting. Every professional should be able to explain where your money goes.

No mention of ongoing costs. If a quote only covers the build and doesn't mention hosting, maintenance, or annual costs, ask. These aren't optional and you need to budget for them.

"Unlimited revisions." This sounds generous but usually means one of two things: they'll pressure you to approve quickly, or the project will drag on indefinitely. Defined revision rounds with clear processes produce better results.

Everything is extra. If mobile optimization, SEO setup, and basic security are quoted as add-ons, the base price is misleading. These should be standard.

No contract or vague terms. A professional will provide a clear contract defining scope, timeline, payment terms, and ownership. No contract means no protection for either party.

To understand the full cost picture, including costs that aren't always obvious, read our breakdown of hidden costs of a cheap website. And for context on what happens when you invest too little in your website, our post on WordPress website costs covers the specific economics of the most popular platform.

Making Your Budget Work

Whatever your budget, here's how to maximize value:

Under $2,000: Use a website builder (Squarespace or Wix) and invest in professional photography and copywriting instead of custom design. A template with great photos and strong copy outperforms a custom design with stock photos and weak copy every time.

$2,000-$5,000: Hire a freelancer or small agency. Focus budget on the pages that matter most (homepage, primary service page, contact page). Use simpler layouts for secondary pages.

$5,000-$10,000: Full custom design with professional content. This is the sweet spot for most small businesses. Enough budget for everything done right without over-investing.

$10,000+: Custom design with advanced features, ongoing optimization, and premium content. Justified when your website directly drives significant revenue.

Regardless of budget, always understand the full picture before committing. A website is an investment, and like any investment, the returns depend on understanding what you're buying and why. For help determining whether your investment is paying off, read our guide on how to measure your website's ROI.